Post on 27-Jun-2015
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LEARNINGConsumer Learning
LEARNING
Can be defined as relatively permanent change on behavior occurring as a result of experience. (experience may be of purchase and consumption)
TYPES OF LEARNED BEHAVIORS
Physical behavior We learn many physical behaviors to respond to a situation e.g. learn to walk ,
talk , interact with others, and also the method of responding to various purchase situations.
Consumers learn certain physical activity through the process of modeling, in which they mimic the behavior of other individual such as celebrities.
Symbolic Learning and problem Solving Traffic signs , McDonald's Golden arches, slogans etc. and also the cognitive
process. One can also engage in problem-solving process of thinking and insight
relations. Thinking involves the mental manipulation of symbols representing the real
world to form meanings. This leads to insight that is relationships of products with problems .e.g u may be interested in buying an alarm for car due to certain symbols or ads but after some insight knowledge that ur car is always in secured parking lots u decide not ot waste money and spend it for some thing else.
4 ELEMENTS OF LEARNING
1. MotivesMotives arouse individuals and as a result they respond. This arousal function is
essential because it activates the energy needed to engage in learning activity.
By achieving the goal ,the arousal reduces, but have a greater tendency to occur again, that is why marketers put their product in a way that when relevant consumer motive arouse their products are their to satisfy the need.
This result that consumer will learn a connection b/w the product and motive . 2. CuesCapable of providing direction i.e. it influences the manner in which, to respond
to motive.e.g. hungry man is guided by restaurant signs or aroma of food. 3. ResponseMental or physical activity in reaction to a stimulus.4. ReinforcementAnything that follows the response and increase the tendency of response to
reoccur in a similar situation.
CONSUMER LEARNING PROCESS
Learning occurs intentionally (problem solving process) as well as un-intentionally.
learning and memory theories are useful in understanding that how consumers wants and motives are acquired and how their tastes are developed, how frequently we are going to repeat our advertising , how visuals ,symbols ,sounds and other techniques can facilitates promotion.
SOME PEOPLE PURCHASE A WATCH FROM A COGNITIVE AND RATIONAL VIEWPOINT WHERE AS SOME MAY GO FOR ITS STYLING OR ITS
ASSOCIATION WITH A CERTAIN LIFE STYLE OR STATUS LEVEL THIS IS AN EXPERIMENTAL EMOTIONAL APPROACH
VARIATIONS IN CONSUMER DECISION MAKING Depends upon the type of product Low priced /routine /habitual
Reminder adv. Periodic promotion Prominent shelf position
New products High adv. Free sampling Special price offer High value coupons
Low knowledge about the productAds with detail information Sales personnel
AFFECTIVE LEARNING
People learn to value certain elements of their environment and dislike others. This means that consumers learn many of their wants ,needs, motives as well as what products satisfy these needs.
Learning also influence the consumers in developing a favorable or unfavorable attitudes towards some product.
ConditioningConditioning
Based on conditioning
through association or reinforcement
Based on conditioning
through association or reinforcement
ThinkingThinking
Intellectual evaluation comparing
attributes with values
Intellectual evaluation comparing
attributes with values
ConditioningConditioningThinkingThinking
HOW CONSUMERS LEARN
ModelingModeling
Based on emulation
(copying) of respected examples
Based on emulation
(copying) of respected examples
CONSUMER LEARNING PROCESSES Cognitive Learning (Thinking)
Consumers learn through information processing and problem solving
Behavioral Learning (Conditioning) Learning via association (classical conditioning) Learning via reinforcement (instrumental cond.)
Modeling Processes (Modeling) Based on observation of outcomes and
consequences experienced by others
Goalachievement
Goalachievement
InsightInsight
Purposivebehavior
Purposivebehavior
COGNITIVE LEARNING PROCESSGOALS LEADS TO PURPOSIVE BEHAVIOR WHICH LEADS TO INSIGHT AND TO GOAL ACHIEVEMENT.
GoalGoal
BEHAVIORAL LEARNING THEORY.
Based on the fact that learning occurs through the connection b/w an external stimuli and response (S-R).
BEHAVIORAL LEARNING THEORY. Two approaches of the theory1. Classical conditioning2. Operant conditioning Classical conditioning Says that learning is an associative
process with an already existing relationship b/w a stimuli and response. e.g. of food and salivation that is not taught rather it already exists. or we can say food is unconditional stimuli and so as unconditional response salivation.
CLASSICAL CONDITIONING PROCESS
ConditionedStimulus (bell,
Lipton Tea ,Brita waterfiltration pitcher)
ConditionedStimulus (bell,
Lipton Tea ,Brita waterfiltration pitcher)
Association develops throughcontiguity and repetition
Unconditionedstimulus
(Food, family events waterfall)
Unconditionedstimulus
(Food, family events waterfall)
Unconditionedresponse(salivation,
fun& enjoyment,purity ,freshness)
Unconditionedresponse(salivation,
fun& enjoyment,purity ,freshness)
Conditionedresponse(salivation,
fun& enjoyment,purity ,freshness)
Conditionedresponse(salivation,
fun& enjoyment,purity ,freshness)
This Brita ad uses classical conditioning
CONSIDERATIONS WHILE APPLYING THE THEORY
1. Contiguity : unconditional and conditional stimuli must be close enough in time and space
2. Repetition: the more often the unconditional and conditional stumble occur together the stronger the association
OPERANT CONDITIONING The individual must actively operate or
act on some aspect of environment for learning to ossur.Also called instrumental conditioning.
Is that learner or consumer will discover the appropriate response that will be reinforced. i.e. instead of dog put a pigeon in the box .
Button = conditional stimuli Food = positive reinforcement
or unconditional stimuli
Increase or decrease inprobability of repeatbehavior (purchase)
Increase or decrease inprobability of repeatbehavior (purchase)
INSTRUMENTAL CONDITIONING PROCESS
Positive or negativeconsequences occur
(reward or punishment)
Positive or negativeconsequences occur
(reward or punishment)
Behavior(consumer uses
product or service)
Behavior(consumer uses
product or service)
DISTINCTION B/W THEORIES
1. Involve an already established response to another stimuli
2. The outcome is not dependant on consumers actions
3. Influences and change the opinions
1. No previous stimuli –response relation
2. The outcome is dependent on learner’s action
3. Influences changes in goal –oriented behavior.
EXTERNAL INFLUENCES ON CONSUMERS
Culture
Subculture
Social class
Referencegroups
Situations
ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOR
Culture That includes knowledge , belief,
art,morals,law, customs, and any other capabilities and habits acquired by man as a member of society. every thing that is socially learned and shared by the members of society.
Characteristics of culture Culture is learned
From one generation to an other
Culture is socially shared American culture in our society / TV programs etc.
Culture are similar but diff. e.g. calendar / education/ family/ music/ gestures/
housing etc. Is persistent
Cultural elements are handed down from generation to generations cant escape ur cultural heritage
Is adaptive But in spite of resistance culture is changing
gradually rate of change varies. Organized as well as integrated.
Tends to form a consistent and integrated as a whole.
Subculture Marketers can distinguish more
homogeneous groups subgroups within the heterogeneous national society. Sindhi / Punjabi/ pathan etc. Race , nationality, religion
Social class Social class Vs Status
Both can be of same social class but diff. in status
Reference/ social groups What role you are playing in the group
MAITHILI BAVKARSAPNA JAIN
VIJAYALAKSHMI N
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